Rashna’s evaluation

I will start by evaluating each deliverable separately then I will give an overall evaluation. The first deliverable was the Briefing, in this part possible ideas for the project were created, the target group was defined and personas were created. Reading it again I would have created a persona that was living in Delft and had to travel to another city. The second deliverable was the Media Strategy. I liked the description of why the rabbit figure was chosen for this project, meaning the mystery and that they are timid animals not often seen. The media that are used to create awareness are posters, flyers, placarded train and busses. I would also use the trams and put the logo plus website address in coffee cups when people buy coffee at Delft Central Station. The flyers are a very good idea because then people have the opportunity to take the flyers home with them and check the website, so if they are in a hurry they don’t need to write down the website address. About the explanation on the website we said it would be very short without many details. I would explain from the beginning the main goal and purpose of the project, but then there won’t be much mystery in the beginning only in the finale phase when the people have to find out where the next change will occur.  The third and fourth deliverable was the Conceptual Design and Detailed Design. In these parts the final design for the project was set. I liked the design of the photo pole, the only thing I would change would be to place the photo that was taken by a commuter and the quote on the right rabbit ear white side, then the picture might be larger.The fifth deliverable was the Design Evaluation. I liked the questionnaire that was made, which we got a few good tips about the website, how to improve it.

The theme that we have chosen was ‘Enjoying the chaos’ which partly consisted of ‘playing’ with the ever changing situation and try to create something that people may enjoy in the ever-changing situation or see it as a challenge. I think the project treinkonijn describes the theme:

  • The playfulness comes in with the use of the rabbit figure and searching for the rabbits;
  • The challenge comes in when people have to take a picture and upload it plus when they have to guess where the next change will occur

Willem’s evaluation

Briefing, Media Strategy and Conceptual Design

When I think back of what we did during the briefing the best thing about it was the formulation what cross media really is. At first I had no idea, but what we formulated back then was usefull during the whole project. It was indirectly used a an evaluation definition for the conceptual design and because of the the definition we added the part to the project that made it more ‘transmedia’ what we called the pure form of crossmedia: the part of the project where users themselves can decide where the rabbits should be placed. The briefing was a useful tool to confine our design borders so that we could formulate a direction of our conceptual design. The persona’s could be used better though, or I just missed the part where we really focused on our target group. On the conceptual design I haven’t got much to remark on, only that we could have investigated more what the types of media really are. What is a poster, What is a flyer, how does it function, what are its ways to people etc. The concept itself: maybe I’m not a mayor fan about it, I’m still happy with the result.

Detailed design & Design evaluation

the task flows and analysis were performed in the right way to my opinion. The task flows were  a good tool to get an idea about the complexity of all the different steps in the media usage and the links between them. Although it was complex to translate them all to wire frames and design points, I think we did a good job. It is a good thing understand the difficulty of this. The website made it really complex. The key is a good overview, although it’s hard to keep it at all times. Some flaws were already found in our end design according to our design evaluation and  survey, and this proves my point. It shows that every design should be evaluated, nobody can do it right at once.  But it should be noted that Thian made beautiful visualisations. The survey itself was fun to do and gave some unexpected outcomes, but next time I think it should be more structured and more thought of. Now it is more the tip of the iceberg that it should be, still the outcomes were useful. The questions were open and that gave an extra difficulty to the survey. An observer was a good idea.
The movie storyboard was really fun to do. I discussed every step of the way with my fellow group member Floris. We started with one storyboard which was evaluated at least 4 times, every time changing big or small time. I think it is really thought through and I’m happy about it. The same counts for the presentation movie, although I only wrote the spoken text and found the background music.

All in all, I’m happy about how the project went!

Thian’s evaluation


It all started with, what is cross media? It is very good to have a clear understanding of what this is, before beginning with the project. It is also very important that everybody in the group is on the same line about this. I think right from the beginning the course was pretty clear and we all knew what we had to do.

Cross media has different levels, with level 4 (transmedia) being the most interesting to me. I really wanted to do more with this, but we ended with a concept which was more at level 3. I wonder if the setup of the course allows or stimulates a transmedial concept generation. It was explained to us what it was through lectures and self study, but it is not clear to me how one could come up with such a concept. It’s an idea to add a workshop or something which stimulates transmedial conceptualizing.

In the briefing we had to formulate the concerns our target group has. Our target group is commuters and I think we focused too much on the train station and commuting. Of course our target group has other concerns like deadlines they have to meet (students, working people) or maybe even singles looking for a date. We didn’t explore this much, which may be the cause why we just said: Their general concern is to be able to reach their destination on time. This is off course very obvious and doesn’t allow for ‘crazy’ concepts.

I think it was about here when we got the guest lecture from Jacobien van Boeijen. Looking at the deliverables, this was something of a side step which could be helpful for our process. We did use the information and formulated the positioning statement, brand identity and brand values.  This turned out to be helpful, but may also be left out of the process.


The media strategy is in my opinion an essential part of a cross media concept. This is where you decide how and which media come together and how the interactions etc. are going to be. I think we went through this phase alright, but could have done more research on our target group. For example, we didn’t performed an extensive research of what media our target group really encounters. This could have been linked with a research of our target groups needs or wishes. If we had done this, then maybe we could have found something here which might have been interesting for a transmedial concept. I think a transmedial concept is more about fulfilling some kind of desire instead of focusing on using funny media combinations. At one point in the process I was very focused on using media just because of using them. Instead it is better to figure out what our target group wants and then trying to translate this into media usage. But this is very difficult I guess, although I think we did find a need we fulfilled with a level 3 cross media concept.

Looking at the prior phases, I think we came up with a very nice conceptual design. With the three phases it became an interesting whole. Using a bunny as a  medium was very funny and gives the concept a little bit of a crazy or funny character.

Writing the persona’s and scenario’s was also very helpful. We could use these persona’s throughout the project to check if we weren’t straying off and focused on the persona’s (target group) and intended goal (concerns of target group).


It was my task to shape the visual style of our concept. This is something I really love to do and I thought I did a pretty good job. The evaluation of the website however showed that there are a lot of things unclear about our project. This might be because we intended it as a mysterious and curiosity stimulating project. But we overlooked the fact that at some point people have to know what it is about and need to know important details about the project. Simple things like, how long are the bunnies in the ‘wild’? This might be an issue of media strategy, but I think the visual style can explain a lot if done right.

The task analysis, wireframe and task flow are all very useful parts in this phase of the project. I used to make websites and have made a portfolio blog recently for which I used the learned information. We always worked together so we could get quick feedback from each other while we individually worked on our parts. This worked out very well, because there are a lot of moments where you need to know what the others are doing. I think the way we did this was very good and I cannot think of something we should have done different.

We ended with a design evaluation which turned out to be an eye-opener. In our minds the project was very clear, but there turned out to be a lot of things unclear for people new to our project. I think it may be wise to do some quick re-assessing of the project during the project itself. Maybe role-playing may be useful or using other people to quickly assess the clarity of your concept.

Floris’s evaluation


In order to phrase a proper briefing we first had to make sure we all understood what cross media was. Having read many definitions and seen many examples we came up with different definitions also defining the difference between cross media and trans media. This part was not very exciting yet essential for the following process, since we need to follow the same definition as a group to prevent misunderstandings and wrong assumptions. Because we had been discussing the definition for quite some time, we could easily use this later on to evaluate our concept later and actually use it to improve it and make it more fitting.
Since it was still unclear what exactly we would do, we had to make clear decisions in choosing a target group, communication goal and media. Having chosen a target group we decided to define this group by writing several persona’s in order to check whether our target group was right and to find possible inconvenience for this group including the media they use. I would not do this any differently since it provided us with a lot of information that appeared useful throughout the project. Our briefing still fits the final outcome of the project, so apparently we made the right decisions back then. The only thing we could change, is the scope, with which we already had some trouble defining. The scope in terms of time is probably not as long as the inconvenience lasts, after a while the rabbits will not be new and exciting anymore even after the transmedial phase.

Media Strategy and Conceptual Design

We followed the steps ‘by the book’ because this was all very new to us. We chose our conceptual design by combining most of our ideas so that we would have many ways to reach our target group. We had some trouble defining the media at first, since there are so many and we had trouble not to use all of them. More research might have helped here, but creating a realistic conceptual design took all of our time unfortunately. However, in the future, more research should be done here in order to have a more well-founded media strategy and therefore a better conceptual design.

Detailed Design and Design Evaluation

In the detailing part we divided the tasks more. In the earlier phases we did all the work together and discussed every issue separately. It helped that since we had been working together so much we knew each other’s strengths now. Giving feedback every now and then during the day was sufficient now. I personally was in charge of the video which consisted of several parts such as writing and drawing the storyboard, creating the necessary images and combining all parts in one flash movie. This was quite a challenge, since I had never used flash before. It took some time to get used to the program, but I am glad I dared myself to do this, because I learned a lot. A far more easy method would have been to let Thian or Rashna make the movie, since they knew flash already from I&E, but this way I could add another skill to my CV.
If we would have to make any changes to this phase we should expand the survey. More lessons can be learned from surveys and tests providing useful suggestions.


I am satisfied with the results, both my own as the total group result. I feel like we have seen another aspect of designing, far different from the product designs we mainly do in this faculty. Although we could have communicated more with our target group and ask them what they want, I expect we made the right decisions looking at them and I honestly believe Project Treinkonijn to be a potential success.

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